At Blitz Growth, AI analyses ads, people decide what runs
Benjamin Christopher Seer is Director at Blitz Growth, a performance marketing agency for direct-to-consumer and app brands. The conversation looks at how the agency uses AI to analyse ad creative faster, where human review remains essential, and how prospects are beginning to find it through ChatGPT.
Blitz Growth uses AI to analyse campaign and creative data faster, but keeps people responsible for deciding what goes live. Seer advises businesses to start with their own data, retain human review and check results against an independent source.
What’s the quick origin story of your business, and what makes what you do genuinely different from the other options your customers are looking at?
Before Blitz, my co-founder Casper and I built and sold two consumer brands of our own. The first was Hummingbird, a healthy breakfast subscription that raised money from VCs and strategic investors including Bega Cheese. The second was Evercleaner, a home-care brand on a mission to remove single-use plastic from Australian households, which we grew past $6 million in revenue and sold in April 2025.
To survive, we had to become performance marketers ourselves, first on a runway that was running out and then with our own money on the line. That is still what makes us different. We have sat on the founder’s side of the table, so we judge every campaign the way an owner would: on profit, not on platform metrics. We are a small senior team rather than a large agency with juniors running accounts, and since starting Blitz we have managed more than $50 million in ad spend that has driven more than $250 million in client revenue.
Where does most of your new business come from today, and where do you wish it came from?
Most of our new business today comes from referrals, from founders who have worked with us or know our story, and from our partnerships with the platforms themselves. We are one of few badged TikTok agencies in Australia and a Meta partner, and those relationships put us in front of brands that are ready to scale.
We also run meta ads for ourselves and do some outreach.
Where I would like more of it to come from is our own expertise in public: writing and speaking about what we actually see in client accounts, so the right founders find us before they start comparing agencies.
What’s one thing you’ve actually handed over to AI in the last year, and one thing you tried it on and went back to doing the human way?
What we handed over is creative analysis. We use Claude and Gemini to read every ad in an account, shot by shot, with a transcript, and link each one to its actual results. That used to take us about three days per brand, and now it takes about half a day. More importantly, it means the creative we scale is chosen on evidence rather than gut feel. Our weekly client reports are also drafted by AI from live ad data, and a person checks every one before a client sees it.
What we went back to doing the human way is letting the platforms generate finished ads automatically. We tested TikTok’s AI tools that turn existing assets into new videos, and the output wasn’t good enough to run at scale without a proper review. Our clients felt the same. So our rule now is simple: AI recommends, and people decide what goes live.
Have you noticed a change in how customers find you or what they already know before they reach out? Is anyone arriving through AI assistants like ChatGPT yet?
Yes. Founders now arrive much better informed. They have usually read about us, looked at our case studies and compared us with other agencies before the first call, so the conversation starts at a higher level.
On AI assistants: An increasing number of prospects are reporting to have found us through ChatGPT. We now treat being described accurately by AI assistants as part of our own marketing, and we have been restructuring our website so it answers the questions founders actually ask.
If you were advising someone in your industry on all of this for the next 12 months, what would you tell them to actually do, and what would you tell them to ignore?
Do: put AI to work on your own data first. Use it to analyse what your creative and campaigns have already done, and let that evidence decide what you make next. Keep a human approval step on anything a customer will see. And measure results against an independent source, not just what each ad platform reports about itself, because AI-run campaigns are only as good as the signals you give them.
Ignore: the pressure to automate everything at once, and fully auto-generated ads that nobody has reviewed. Also ignore any "AI-powered" claim that can’t show you a before-and-after in real numbers. The businesses getting the most out of AI right now are using it to make better decisions faster, not to take people out of the loop.
Thank you to Benjamin Christopher Seer and the team at Blitz Growth for sharing what actually worked with Leaders Perception readers.
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